I received a message from a fashion student who was about to graduate. She asked me about the hurdles I have gone through since I started my fashion business, Zedi and I decided to write about it for every curious fashion enthusiast or entrepreneur out there.
Starting a fashion business in Ghana is quite exciting, but it comes with its fair share of challenges. As someone who has been in the industry for over a decade, I’ve experienced firsthand the ups and downs that can make or break a business. My passion and youthful exuberance kept me going in the early years but if I knew what I know now I would have done some things differently. The fashion industry is quite big in Ghana but the barrier to entry is very low. I myself started with very little money and experience. I had no formal business knowledge. Just a bunch of failed business ideas I started while I was in school. When I decided to become an entrepreneur the things I found out were really wild.
The hurdle of Sourcing Quality Materials
One of the first challenges I encountered was sourcing materials. Ghana is rich in culture and tradition, but finding high-quality fabrics and accessories locally on a consistent basis can be difficult. Here today, gone tomorrow, is really the best way to describe it. Also, balancing quality and cost became a constant juggle, and I have spent many hours scouring markets and searching for vendors to find the best materials available. A lot of profitable clothing ranges produced by many Ghanaian brands have been discontinued mainly because the fabric was no longer available. The way forward is buying materials in bulk but that’s not practical for a small business is it?
Navigating Bureaucracy and Regulations
The bureaucratic processes in Ghana can be overwhelming. From registering the business to paying your taxes, the processes can be draining. I had to deal with GRA, the tax office, so many times just to get a tax holiday that I was fully entitled to by law. This process was time-consuming and often frustrating, especially when I needed things done quickly to meet certain deadlines. Patience and persistence were crucial in navigating this maze. It also helps to make friends or find people who ‘know people’ in these bodies of government to help you. That is also a solution not everyone can use..
Access to Funding for your fashion business
Securing funding was another significant hurdle when I started my business. In Ghana, the phrase “I bootstrapped my business” is rarely a matter of choice. Traditional banks were often hesitant to provide loans to a startup in the fashion industry, viewing it as a high-risk venture. I had to explore alternative funding options, such as personal savings and investment from family and friends. Even when I managed to secure some funding, it was never enough to ensure a well deserved growth of the business, and I had to be very strategic with my spending to ensure I could keep the business afloat. But I have learnt that slow growth is not a bad thing.
Building a Skilled Workforce
Finding skilled artisans and workers who understood my vision was challenging. While Ghana has a lot of talented individuals, many lack formal training in modern techniques. My biggest problem was that the things that mattered to me did not matter to a lot of my workers. I struggled with this for a long time and even considered closing down the business many times. Eventually I fired people and hired people while continuously communicating my vision. We are still not in our prime but we are in a much better place.
Market Competition and Brand Awareness
The fashion industry in Ghana is growing rapidly, and with that growth comes a lot of competition. With a low barrier to entry new brands are born everyday. As an introvert, I struggle with putting myself out there and so marketing and networking was difficult. Social media played a crucial role in this process, allowing me to reach a broader audience and build a loyal customer base without much exposure. However, staying relevant and constantly innovating to keep up with market trends requires continuous effort and creativity. So help me God!
Starting a fashion business in Ghana is challenging, but it’s also incredibly rewarding. The journey has taught me resilience, creativity, patience and how to be strong. By understanding and preparing for these challenges, you are more likely to experience less stress than I did. Despite the hurdles, the fashion scene in Ghana offers amazing opportunities for those willing to persevere. If you have been thinking of starting a fashion business this article may be your sign to set the ball rolling.